Heineken Goes Very James Bond-Esque In Experiential Campaign

Heineken Goes Very James Bond-Esque In Experiential Campaign

It’s beer o’clock somewhere, and today it’s on the set of the latest James Bond movie with a nice cold Heineken.

B&T Magazine
Posted by B&T Magazine

Heineken Australia is celebrating the release of the 24th James Bond film, Spectre, which hits the cinemas on 12 November, with the launch of ‘The Catch’ experiential campaign.

To really rev up Bond fans, ‘The Catch’ immerses fans in his world by asking them the intriguing question, ‘Will you be ready for The Catch?’ before offering them exclusive access to a series of special events.

Fans of the beer and the films won’t be told where these events will pop up, only that they have to sign up via the website, allowing Heineken to whisk them and their friends away at a moment’s notice.

Heineken will be hosting events in November and December, complete with special performances and VIP guest lists, with the campaign Heineken’s largest global marketing platform of 2015.

“In celebration of an 18 year partnership between Heineken and Bond, our SPECTRE campaign is truly unique. The Catch offers fans the chance to open Bond’s world like never before,” Heineken marketing manager Alessandro Manunta said.

Heineken’s SPECTRE campaign will be supported with strong media investment across free-to-air and subscription TV, cinema and digital, showcasing ‘The Chase’, a TVC featuring the film’s star, Daniel Craig.

Special edition SPECTRE packaging will be released, with an estimated half a billion bottles on sale around the world. The Australian packaging will feature an on-pack consumer promotion, where every specially marked 24 bottle case of Heineken contains a unique code to redeem for a cinema voucher to SPECTRE.